In an ever-evolving streaming landscape, NBCUniversal’s Peacock Tv has solidified its position as a mature business and a key player in the realm of advertising-supported streaming services.
Mark Marshall, NBCUniversal’s president of advertising and partnerships, reflects on Peacock’s journey since its launch in 2020, acknowledging that the streaming platform initially stood out by proudly embracing advertising while many competitors pursued a subscription-only model.
Now, with advertising becoming the new norm across platforms like HBO Max(soon to be Max), Disney+, and Netflix, Peacock has established itself as the ultimate destination for both streamers and advertisers. “We determined that we wanted to be the ultimate place for streamers, for consumers as well as advertisers,” says Mark Marshall.
Looking ahead, Marshall expresses optimism about the upcoming upfronts, noting that they are on track with their projections. With NBCUniversal’s combined reach of 178 million people between NBC and Peacock, Marshall emphasizes the allure of reaching new audiences in different spaces, a long-standing goal for marketers.
In Marshall’s words, “It is a little scary when you look at it and think about fragmentation, but I think the positive for a marketer is if you look at NBC, and then you look at Peacock, together they reach 178 million people. There’s only 10 percent duplication across that 178 million people. It’s finding new audiences in different places, this has really been the holy grail for marketers for years.”
As NBCUniversal leverages the power of Peacock and embraces the evolving streaming landscape, the company aims to deliver superior results and impact for its clients while capitalizing on the anticipated surge in demand during the second half of the year.
